Valentines day is a big deal in the U.S. state of Colorado. CCTV America’s Hendrik Sybrandy is in Denver to explain why.

Americans will generate a tidal wave of Valentine’s Day business this year, said marketing expert Darrin Duber-Smith from the Metropolitan University of Denver.

Valentine\'s Day spending could give boost U.S. economy

Valentines day is a big deal in the U.S. state of Colorado. CCTV America's Hendrik Sybrandy is in Denver to explain why.

“It’s important to the economy, it’s important to the GDP and it’s important to a good percentage of the population,” Duber-Smith said.

This is certainly important to businesses like Denver’s Ritz-Carlton, where rooms have been booked for months. The restaurant will feature, among other things, a photo kissing booth on Saturday night.

The Ritz also offers private indulgences, such as side-by-side couple massages, complete with strawberries and champagne in the spa.

“Absolutely big business for restaurants, hotels, spas. People really look to splurge and impress their significant other this time of year,” Allyson Fredeen, Ritz-Carlton’s Communications Manager said.

Duber-Smith said America’s marketing machine has now elevated Valentine’s Day to the level of other major U.S. holidays with a little extra social pressure to participate and spend.

“The idea is if you don’t have a Valentine, you’re not involved, you’re kind of excommunicated from the culture for a week,” Duber-Smith explained.

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